I was sent a research study from “Ad-ology” that suggested more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Likewise, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.
The study (link to it below) finds advertising appears to play a key role in consumers’ view of how a business is doing, and by not advertising, businesses may be sending a warning signal to current and potential customers.
While the study is slanted towards B2C markets…does the same theory hold true in the B2B space? Do professionals researching b2b products, solutions, services or software etc. “worry” when they no longer see their comfort or preferred vendors advertising or participating in the marketplace at the same or increased level?
Link to the study: